Companies see journey mapping as a way to plan better customer experiences. This makes total sense – planning integrated and personalized interactions requires the coordination of data, strategy, technology and measurement. This is not easy to achieve. Let’s say that you are ready to build out your journeys, which software or tools should you be looking at?
Tools generally come in two categories – process design tools like Microsoft Visio or plain old PowerPoint; and CX suites that make the effort easier through templates and collaboration options.
Cutting to the chase, I prefer simpler tools that give me maximum flexibility to create new formats and aesthetics. Through brain work and cross functional collaboration you can produce a genuinely custom plan of action. The manual approach lets me incorporate all kinds of data sets, including Net Promoter scores and KPI targets to guide experience design. Omnigraffle, a Mac-based process design tool, is my favorite for creating clear and beautiful strategic documents.
Journey mapping suites include Suite CX and a bevy of other tools (see link). These range from simple paint-by-numbers apps for creating high level journeys, to more complex tools with data integration and advanced visualization. These work well in larger organizations that can train teams of CX users.
Companies that are just starting their CX design efforts are better served using the tools that they already have and building a version 1.0 journey. Focus on segment needs, business objectives and lay out some simple principles to guide the initial plan. Acquiring a CX tool may be the next step to optimize and add more journeys.